Forging Customer Connections with a DXP: Adobe AEM
By Lee Pittman
Brands today have found that they can’t only strive to satisfy their customers with the products and services they need. They also need to foster deeper relationships and create connections that increase engagement and loyalty.
Data-driven personalization and the right technology infrastructure is crucial for organizations to develop customer relationships and thrive in today’s digital economy. Customer expectations have risen with the number of channels they have access to, and enterprise companies need to deliver a personalized experience throughout the customer journey to win them over. Luckily, achieving this is entirely possible with the help of a digital experience platform.
Why You Need Personalization
Personalization can sometimes feel like an overused term. Still, the evolution of the digital experience means that it is now expected from every brand — that is, if they want their customers to remain loyal and not go to a competitor. These are just a few reasons why getting personalization right is critical.
Meeting Customer Expectations
Customers gravitate towards brands that provide a tailored experience that considers their interests and past behaviors. According to McKinsey, 71% of consumers expect companies to deliver personalized interactions. However, the problem is that 76% get frustrated when these interactions are given a cookie-cutter approach.
Nowadays, customers are happy to provide data to brands because they believe that they will be rewarded with a better experience. When brands fail to deliver on that promise, it can lead to problems.
Improve Customer Loyalty
Having loyal customers is vital for brands as they can be a source of consistent revenue and become business promoters. In order to create that loyalty, your customers need to trust that you will deliver on expectations. Making relevant product recommendations, creating an easily navigable website, and tailored messaging can improve the experience and show customers that your business treats them like friends. These attempts at personalization are likely to be rewarded with loyalty.
Personalizing the customer experience can positively impact your brand, reduce the likelihood that they go looking somewhere else, and ultimately improve the bottom line. Companies that excel at personalization generate 40% more revenue than those companies that are simply average. Personalization pays, and businesses should do their utmost to get it done right.
How to Use Personalization
If you want to get your personalization strategy right, you can do a few things.
Leverage Customer Data
Data is the key ingredient in the personalization recipe. Start by using the data you’ve already collected from your customers to create a sound plan for each demographic. Using the data gathered, you can identify customer intent and tailor better experiences.
Treating your entire audience like the same person is a recipe for disaster. However, you can define audience personas to understand the key differences between each group. For example, customers located in different regions will be in different personas. In addition, there could be visitors who have already interacted with your brand but never purchased anything, while others may be loyal customers who frequently return to buy more products.
Contextualize Content Delivery
Content delivered to your audience must be relevant and come at the right time. A customer who recently had a product shipped but experienced some delays in receiving it won’t be as receptive to your latest promotional emails as a customer who purchased a product a few weeks ago and already has some items in their cart.
Customers who interact with your brand on different channels will want content delivered to them in specific ways. For example, the content shared on social media channels like Instagram and TikTok will need to be different from the content shared in emails or the corporate website.
Customer data can also be beneficial for enabling self-service. Increasing customer loyalty is possible through a high-quality experience, and reducing the time they need to spend getting problems fixed can go a long way to bettering that experience. By using artificial intelligence (AI) and machine learning (ML), you can gather data from your knowledge base and tailor the responses to each individual based on past experiences and behaviors.
How to Create Personalized Experiences Using Adobe
Having the right digital experience platform is crucial to keeping up with customer expectations and creating personalized experiences. Adobe’s suite of tools can provide everything your business needs to meet personalization goals.
Adobe Experience Manager
Adobe Experience Manager (AEM) provides content and digital asset management capabilities that form the foundation of your personalization strategy. Brands can endear themselves to customers with personalized content when they need it and where they want it. Teams have the ideal platform to create and deliver experiences across several channels with marketing-friendly templates and developer-facing tools.
Content can be easily reused and adapted to customer preferences to give each customer a personalized feel throughout their entire journey. AEM’s personalization capabilities enable you to create a unified customer profile that leverages any data at your disposal to improve the customer experience.
Marketers can also rely on translations, geolocation, and AI to further enhance the digital experience while making their own lives much easier.
Data analysis is incredibly important for any personalization strategy, and AEM also delivers. You can analyze data from anywhere in the customer journey and use predictive intelligence and reporting to identify hidden opportunities and further tailor the experience. Web analytics, marketing analytics, and more pull data from any channel to give you a 360-degree view of the customer.
AEM also provides responsive forms to get customers started on their journey the right way. Form intake can also be personalized by automatically drawing on customer data from your database.
Better Personalization With Adobe AEM and Content Bloom
Personalization can help you improve your relationships with your customers and turn them into loyalists. For enterprise businesses, personalization is expected, and many brands will promise it to their customers. To deliver on that promise, you need the help of a digital experience platform and digital consultants who can help you get the most out of your systems.
Content Bloom is an enterprise digital consultancy that can help you deliver solutions to forge those deeper connections your customers crave. Our expertise in content management, digital marketing, and the technology that facilitates it can take your personalization efforts to the next level.
Our AEM knowledge can allow you to start embracing personalization and serving your customers better. Contact us to discover more about how we can help you on your journey.
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